Research On The Metropolis Newspaper Developing Strategy In The Era Of Media Convergence

Due to the progress of media technology and the rapid development of mobile Internet,the audience's access to information has changed.The rapid rise of new media and the weakness of traditional media have resulted in the loss of newspaper readers,the failure of business channels,the decline of influence,and the further compression of the living environment.Among them,the city newspaper as a completely market-oriented operation of the newspaper type,the situation is more worrying,under the pressure of operation,have to borrow new media to seek a breakthrough opportunity.In 2014,the Chinese government upgraded media convergence to a national strategy,and proposed to promote the deep integration of traditional and emerging media in content,channels,platforms,operation and management.In accordance with this requirement,metropolitan newspapers have accelerated the process of media convergence and transformation,changed the traditional way of content production,expanded distribution channels,and built an all-media communication pattern.Through a series of measures to improve the influence of the media,we can regain the lost citizens in order to achieve self-rescue.Based on the above background,this paper takes Guizhou Daily Media Group's "sub-newspaper" Guizhou Metropolis Daily as a case study,explores the current situation and problems of the newspaper in promoting the five main aspects of media convergence,and gives transformation strategies and suggestions through SWOT media analysis.Through the study of Guizhou-city newspaper,this paper discusses how the mainstream media to adhere to the dissemination of values,explore new ways of operation of traditional media,how to empowerment the development oftraditional media in the context of new technologies,and provide reference for other urban media in a similar position.This paper is divided into five parts.The first part is the introduction chapter of this paper,which mainly involves the origin and significance of the topic,the literature review of traditional media in the field of integration and development,and the main research content,research methods and research ideas.The second part,involving the development and transformation of the process of urban newspaper,is a general description of the transformation of urban newspaper.The first is the transformation of newspaper industry and the emergence of metropolis newspaper: the emergence of metropolis newspaper and its characteristics,the background of the birth of Guizhou metropolis newspaper;Second,the media convergence and the transformation of the city newspaper process: the current media convergence of related concepts and research trends,different periods of city newspaper transformation overview.The third part,through to the background elaboration,the union Guizhou metropolis daily interview material,the data backtracking,the literature analysis,carries on to the research object the qualitative and the quantification unifies the concrete research,discusses the present Guizhou metropolis daily in the advancement media fusion process in the content,the channel,the platform,the management aspect present situation,the existence question and the short board.The fourth part,based on the SWOT analysis method,analyzes and judges the internal and external environment of Guizhou Metropolis Daily.Explore the advantages of media reputation,market operation and content production in the process of media convergence;The disadvantages of paper media thinking,business ability of editors and editors,platform operation and maintenance technology;Opportunities brought by the expansion of financial media policy dividends,inclusive new technologies and consumer markets;The challenges faced by the communication market are divided up and the sinking of the O2O giants.The fifth part is based on the previous analysis of the status and problems,based on the SWOT analysis results,again based on media convergence process content,channel,platform,operation,management five aspects,put forward targeted countermeasures and suggestions for the transformation and development of Guizhou Metropolis Daily.Finally,this paper puts forward the conclusion of this paper,including the author's thinking about the city newspaper in the era of media convergence,and the inadequacies of this paper.